Don't Swap Links, Swap Content! by Dan Thies
Conventional wisdom is wrong… again! That's only possible explanation for fact that one of most powerful search engine positioning techniques ever invented is used by fewer than 1% of all websites.
Ask any "expert" how you can improve your site's link popularity and they'll tell you to trade links with other websites. Don't they know there's a better way?
What's Wrong With Link Swaps? Don't get me wrong - link swaps are better than nothing. However, there are three big weaknesses inherent in any simple link swap.
First, search engines rarely index links pages, mostly because there are usually no external links to them. Translation: that link swap you just negotiated may not even get noticed by search engines.
Second, your link usually goes on a page full of other links, with few if any external links supporting it. Translation: search engines like Google will give link minimal weight, even if they find it.
Third, keyword content of page that links to you is completely beyond your control. Translation: search engines may not see link as relevant to your site's keywords.
What's The Answer? Instead of swapping links, swap content. If each website provides other with a one-page article on a subject they both cover, and they set it up properly, weaknesses of a traditional link swap don't apply.
How To Set Up A Content Swap: This may take a little more time than a link swap, since each webmaster will want to exercise a little editorial control over articles they publish on their site.
Step 1. Swapping Agree on subject, and swap articles. I'll refer to article each site receives as "guest article." The page title and contents of your article should include your site's important search engine keywords, and a byline or resource box with your keywords that links to your website.